New Campaign Brings the Love

London-based creative agency, AML Group, have created a campaign for Vanguard that brings to life the affection customers feel for one of the world’s leading investment firms.

‘Loving the Value’ – the third instalment of the hugely successful ‘Value to Investors’ campaign that helped launch Vanguard to the UK market – retains the iconic Vanguard ‘V’ sign and the popular ‘human sound’ music track – and, quite literally, shining a light on the memorable ‘Yeah Yeah’. The campaign also showcases an emotional connection – revealing the different things customers love about investing with Vanguard.

Shot on location in London, the TV spot features a number of scenarios with everyday people speaking directly to camera, doing things they enjoy because their investments are taken care of. A mum, her young daughter and her grandmother on an illuminated carousel; the owner of a retro pizza van and an older couple entering a theatre.

“This campaign is very much about bringing to life the joy of investing with Vanguard and the value it offers to people of all ages and backgrounds.” Says Hugo Bone, ECD, AML Group. “It’s unmistakably Vanguard, which is essential for effectiveness, but with a fresh new twist – you can now see the music as well as hearing it. So it’s not just an earworm – it’s an eyeworm too.”

Since the launch of the multiple award-winning campaign in 2020, brand awareness of Vanguard has moved from 22nd to 5th, with consideration rising from 9th to 4th and spontaneous brand attribution leaping from zero to 50%. The number of UK investors choosing Vanguard with their savings,  currently stands at 550,000.


Commenting on the campaign Becky Bond, Head of Marketing Europe at Vanguard says: “Our relationship with AML has had a huge impact on both brand awareness and brand perception. This latest iteration builds on the success of the previous campaigns – and beautifully highlights our customer-first, value-led approach. We couldn’t be happier with the results”.

The campaign that includes TV, radio, digital and OOH was shot by Jim Gilchrist at Rattling Stick with the soundtrack created by Simon Bass and a street choir at Pure Soho.